CUNA is going big this summer, debuting Monday a series of video advertisements on a Time Square jumbo screen that will run through the July 4 weekend.

Credit union membership benefits and CUNA’s consumer website www.asmarterchoice.org will be promoted on the CBS Screen, a 26-foot wide by 20-foot tall video billboard in Times Square. Approximately 450 million pass through the New York City landmark annually, making the venue an ideal one, said Paul Gentile, executive vice president of strategic communications and engagement.

“This is a great opportunity that CUNA and the leagues have seized to spread the word about credit unions in what is the media capital of the world,” Gentile said. “We key in on trust and value. Those are the two things that credit unions can deliver better than any financial institution.”

Vice President of Communications Pat Keefe said the trade has been talking to CBS video billboard ad reps for a while, after being offered the spot in the past but turning it down because of price.

The summer offer was a better deal this time around, Keefe said, so CUNA felt it was a good opportunity. Keefe would not share what CUNA paid for the billboard.

The timing of the ad run will overlap with CUNA’s annual America’s Credit Union Conference, which will be within walking distance of Times Square at the New York Hilton from June 30 – July 3.